The brand is currently enjoying success in export markets such as North America, Sweden, France and Australia and it is hoped it can be as successful in the UK market. Pierhead’s Michael Cook comments: “There has been a surge in interest in Chinese beer, both from the multinational drinks companies and consumers. It is a market which is sure to gain even more attention in 2008 when Beijing hosts the Olympic Games.”
The brewery itself has recently announced the sponsorship of the Chinese National Basketball Team, a deal which is sure to raise the awareness of the brand worldwide during the event.
Cook continues: “ZhuJiang Pearl River offers retailers an excellent opportunity to capitalise on consumer interest in all things Chinese which will be sparked by next year’s Olympics; a great platform for the brand to challenge drinkers’ perception of Chinese beer.”
ZhuJiang, pronounced Joo-Jung, meaning Pearl River, is named after the river where the brewery obtains its fresh spring water. The brewing process combines this water with Czech Hops, Chinese Rice and Canadian Barley, resulting in a premium 5.3% lager with a pale straw appearance. On the palate it has a subtle malt flavour highlighted by a delicate hop balance that finishes crisp and clean.
The Guangdong province of China is more commonly known as the Canton region, world famous for its cooking style. ZhuJiang is the perfect match for Cantonese food and a variety of Asian cuisines, whether in a restaurant or at home with a take away. Pierhead believe the beer can sit just as comfortably in the Pub, Restaurant or Bar.
Pierhead’s extensive range of international brands already includes Brok from Poland, Jenlain Six from France, Coopers Sparkling Ale from Australia, Moosehead from Canada, Mexicali from Mexico, Weltenburger Kloster from Germany, Alhambra from Spain and New Orleans beer, Dixie.
